Dermatological Evidence and Perception of Parabens Among Young Korean Consumers

This student research investigated how Korean consumers aged 20 to 30 perceive moisturizers labeled “paraben-free,” “paraben-containing,” or without a paraben-related label, and the possible existence of their alignment with dermatological and regulatory evidence of parabens in cosmetics. An online survey collected 97 valid responses from consumers living in South Korea. Participants first evaluated one quasi-randomly assigned moisturizer for perceived safety, comfort, efficacy, stability, and purchase intention. They then compared all three products side by side and selected the one they would most likely purchase. The collected consumer responses were compared with evidence concerning the safety and function of parabens in cosmetics.

When evaluated individually, the three labeling conditions produced no statistically significant differences across any of the five measures. However, during side-by-side comparison, 59.8% of participants selected the paraben-free moisturizer, making it the dominant choice. Paraben-related wording was the most frequently reported reason for product selection. Prior belief that parabens were unsafe was significantly associated with choosing the paraben-free product, whereas self-rated knowledge, gender, skin sensitivity, and initial label assignment were not significant predictors.

The findings reveal a divergence between explicit product evaluation and comparative purchasing behavior. Although participants did not judge paraben-containing products as significantly less safe or effective—broadly aligning with evidence that approved parabens are generally safe at regulated concentrations—they still favored the paraben-free option when alternatives were presented together. This suggests that “paraben-free” labeling functions as a persuasive heuristic shaped more strongly by pre-existing risk perceptions than by consumers’ reported knowledge.